LYNCHBURG, Tenn. (August 26, 2015) - The Jack Daniel’s Flavors team is excited to announce an official partnership with the award-winning cream liqueur brand, RumChata. The partnership of Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Honey and RumChata leverages the strengths of all three brands to maximize exposure across both trade and consumers by highlighting their mixability throughout the year-long campaign.
The partnership originated from the organic consumer trend of mixing RumChata with flavored whiskies such as Jack Honey a.k.a. “Honey Chata” and Jack Fire a.k.a. “Cinnamon Toast.” The campaign will introduce an aligned drink strategy across each brand’s communication strengths.
“Partnering with RumChata is an excellent and organic way to build on the existing popularity and success of Jack Fire and Jack Honey in the U.S.,” said Casey Nelson, Brand Director Jack Daniel’s Flavors. “We look forward to providing consumers a new way to enjoy their favorite flavored whiskeys with RumChata – a one-of-a-kind cream liqueur.”
The year-long campaign will consist of co-branded print and trade ads in lifestyle and beverage publications, dual/triple branded tool kits, an increased trade and consumer media spend, and On Premise National Account menu placements. Both brands will also create and promote unique recipe videos on YouTube as well as seasonal cocktails featuring Jack Daniel’s and RumChata.
“As a young brand, RumChata is very honored to be partnering with such an iconic spirit like Jack Daniel’s,” said Tom Maas, RumChata founder and master blender. “We are very excited that consumers’ and bartenders’ love for both of our brands have brought us together.”
RumChata’s proprietary mix of five times distilled Caribbean rum, fresh dairy cream, cinnamon, vanilla and other spices from around the world lends itself to a unique mixability with Jack Honey and Jack Fire. Since its launch in 2009, it has surpassed the volume of other liqueur staples like Bailey’s and Kahlúa in many U.S. markets, reaching sales of 540,000 cases in calendar year 2014. Last year, it won the Beverage Information Group Growth Brands Award for the fifth year in a row, a Fast Track Brand Award and an IMPACT Hot Brand Award for the third year in a row.
Jack Daniel’s flavor portfolio of Jack Fire and Jack Honey both bring together the distinctive character of Jack Daniel's Tennessee Whiskey with powerful flavor complements. The brand’s first flavor variation, Jack Daniel’s Tennessee Honey, exploded onto the scene in the spring of 2011 and has since become one of the most popular flavored spirits in the U.S. Launched in 2015, Jack Daniel’s Tennessee Fire also offers existing fans and newly interested consumers another flavor option with an infusion of Jack Daniel’s and its red-hot cinnamon spice liqueur for a sweet, hot-cinnamon kick giving a unique finish full of unmistakable character.